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Samsung Galaxy Creator Collective 2024

Objective

With the launch of Samsung’s Galaxy S24—the first AI phone in the industry—Samsung aimed to drive awareness and consideration of the Galaxy S24 across all audiences, with a primary focus on Gen Z. The specific goals were to:

Idea

The Samsung Galaxy Creator Collective (SGCC) event, held annually, serves as a key platform for building brand affinity within the creator space. With each passing year, expectations to build on previous successes grow. For 2024, the challenge was clear: how to engage a wider Gen Z audience, increase viewership, and position Galaxy AI as a game-changer for creators.

Research insights revealed that Gen Z is highly invested in becoming content creators and influencers. They actively seek out advice on how to succeed in this space, often bypassing traditional career paths for side hustles and passive income. Leveraging this, the event programming was designed to focus on AI as a creative tool, offering actionable insights into the creator economy and showcasing Galaxy AI's potential.

To execute, we took a two-pronged approach:

  1. Partnerships with top creators like Dude Perfect and Mr. Beast, who shared their journeys and offered practical advice on scaling creative careers.
  2. Collaborations with social platforms to boost awareness, with influencers and Samsung’s Campus Ambassadors promoting the event through teaser posts and social media outreach.

Attendees were given S24 devices to experience Galaxy AI firsthand, creating an interactive environment that encouraged content creation during the event. Additionally, a carefully curated lineup of industry leaders discussed AI’s role in the creative industry, further positioning Samsung as an innovator in the space.

Results

The campaign not only met but exceeded all goals:

  1. 12 million livestream views (4x the original goal of 3 million)
  2. +14 point lift in Gen Z awareness of Galaxy AI (surpassing the +10 point goal)
  3. +10.9 point lift in Gen Z brand consideration (well above the +5 point goal)